코로나 19 상황에서 소비자의 보상소비성향이 특급 호텔레스토랑 선택속성과 방문의도에 미치는 영향

Consumers are under extreme stress due to COVID-19, and compensation consumption has been used as a way out for mental health. The purpose of this study is to examine which of the selected attributes of a hotel restaurant is more important to consumers who are pursuing a compensatory consumption, and to find if it affects their intention to visit a hotel restaurant. In addition, consumers' compensation consumption focused on the moderating effect of hotel restaurants' selection attributes and visit intentions. This study measured consumers' compensation consumption, hotel restaurant selection attribute, hotel restaurant visit intention, and COVID-19 stress level. Also, sub-variables of hotel restaurant selection attribute consisted of the brand, food taste, service, restaurant atmosphere, and price based on previous studies. Therefore, the results are as follows. First, consumers' compensation consumption using luxury hotel restaurants affects the brand, taste of food, and restaurant atmosphere. Second, the compensation consumption tendency of consumers who use luxury hotel restaurants affects the intention to visit hotel restaurants. Third, in the relationship between consumers' compensation consumption propensity and hotel restaurant selection attributes, COVID-19 stress showed a moderating effect on the restaurant atmosphere. This study could find the factors that consumers pursuing compensation consumption consider important when visiting hotel restaurants, and the moderating effect of COVID-19 stress. Therefore, this study shows the restaurant atmosphere and service expected by consumers pursuing compensation consumption. Furthermore, by accurately grasping what customers with COVID-19 stress want in this pandemic situation, it shows a way to stably improve management performance and increase the possibility of visiting,